Will Burns

Trailblazer
DISC Type : DI

Vice President, Digital Marketing & Customer Engagement, Video Services at EchoStar Corporation

Aurora, Colorado, United States

Overview

Will Burns is a global marketing executive at Western Union, leading experience, loyalty, and lifecycle functions. His career includes senior roles at Walmart and McDonalds, where he led loyalty for over 300 million members. He holds a law degree from Queens University Belfast and is described by colleagues as enthusiastic, innovative, and reliable.

He is passionate about making a global impact and serving aspiring communities where financial access matters most. This mission-driven approach is a key personal motivator, complemented by his formal training and certifications in inclusive leadership and effective communication.

Unique fact: To engage new audiences, his team at Western Union partnered with influencer Mr Beast for a video challenge on a desert island.

Personality Overview

Friendly But Fast

Persuasive

Charismatic

A combination of speed and relationship gets the best response from them.  They prefer to ensure that they are in control of the situation. They are charming and can persuade others to support their decisions.

Topics They Care About

Global Loyalty Programs
He leads loyalty at Western Union and previously managed one of the world's largest programs at McDonald's, with over 300 million members.
End-to-End CX
His current and past executive roles at Western Union and Walmart have centered on leading the end-to-end customer experience and lifecycle.
Financial Inclusion
He is passionate about Western Union's mission to serve aspirational communities and has highlighted the foundation's work in providing opportunities globally.

Media Appearances

Western Union Loyalty Case Study: Scaling MyWU Globally. Featured in LoyaltyMethods

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Thinking of Switching Your Loyalty Platform? Tips From Western Union. Featured in The Wise Marketer

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Western Union Migrates MyWU Loyalty Program to ReactorCX Loyalty Cloud. Featured in The Wise Marketer

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Work History

Vice President, Digital Marketing & Customer Engagement, Video Services at EchoStar Corporation
Vice President of Customer Engagement & Loyalty at Western Union
Senior Director, End to End Customer Experience at Walmart
Global Senior Director, CRM & Loyalty at McDonald's
Global Director, Digital at McDonald's

Education

LLB from Queen's University Belfast
Masters of Law from The College of Legal Practice

More Information

Social Presence :

Prographics :

Exp : N/A Location : Aurora, Colorado, United States Job Level : Senior Designation : Vice President, Digital Marketing & Customer Engagement, Video Services at EchoStar Corporation
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Insights For Selling To Will

During A Call Or A Meeting

DO's

  • Address your competition clearly and confidently
  • Help them visualize the impact of their decision
  • Use phrases like ‘your decision will’, ‘you will impact’ etc.

DONT's

  • Don't make any commitments that you might not be able to fulfill
  • Do not look like someone who doesn’t know what they are talking about
  • Avoid unnecessary negativity or slowness

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Will is

  • Relationship and product conviction matter equally, followed by a sense of achievement.
  • Will you ever get a clear answer from Will

  • If they are not convinced, they will say no though in a friendly way.

Insights For Deal Planning

    How fast (or slow) will Will move?

  • They can make decisions quickly if they develop trust in you and conviction in the product.
  • Can Will take some risk or not?

  • If necessary, they will be ready to take risks.

You And Will

Personality Compatibility


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